Photographer Magnus Winter and Directing DOP Jens Wirtzfeld bring BMW M’s first-ever fragrance collection to life through a striking launch campaign developed by Jung von Matt.
Set within an industrial studio environment, the film and stills capture iconic BMW M moments through dynamic flashbacks, merging raw power with refined sensuality. The visual language links scent and speed, creating an expressive and sensorial experience.
With this campaign, the BMW M Fragrances are introduced to a new, younger, and more diverse audience – marking an evolution of the brand beyond the world of automotive performance.
“Working on this project with the BMW Lifestyle team, JvM, Jens, and the rest of the crew was truly a pleasure. Huge thanks to everyone who helped bring the campaign on air,” Magnus Winter tells gosee.news about the production.
BMW Lifestyle on the fragrance:: "A scent shaped by the future. Introducing our electrifying new BMW M fragrance. 🍋 It opens with the sharp, zesty aroma of Italian lemon. 🌿 At its heart, the smooth, aromatic scent of lavender unfolds. 🪵 The warm and woody scent of amber woods is accompanied by subtly sweet undertones."
With a keen eye for the essence of humanity, Magnus Winter approaches his subjects with rare authenticity, eliciting their most sincere expressions and emotions. Inspired by the complexity of nature, the allure of travel, and the elegance of architecture and design, his work transcends mere representation, creating a sense of connection and resonance in every viewer. Through his lens, ordinary moments become extraordinary, revealing the beauty of vulnerability and the poetry of simplicity.
Magnus Winter lives in Berlin and has worked as a freelance photographer and film director since the late 1990s. A glance at his portfolio is like a leisurely stroll on a sunny summer day. The vibrancy and authenticity of his visual language generate the natural beauty that makes his images so distinctive. His camera perspective is at the model's eye level, giving his photographs a direct connection to life. Agencies such as Arnold Worldwide, Jung von Matt, TBWA, McCann-Erickson and others appreciate this positive view of his fellow human beings, as do clients such as BMW, DaimlerChrysler, Europcar, McDonald’s, Ramazotti, Dazed+Confused, Brand Eins and Wallpaper.
GoSee : magnus-winter.de
